Bata Malaysia celebrates women with 'All Shades of Me' campaign

Bata Malaysia has unveiled an advertising campaign titled "All Shades of Me" this upcoming International Women's Day, encouraging women to be self-accepting and to acknowledge that "no woman is just one woman".Acknowledging that the fashion industry constantly reinforces the importance of physical beauty, Bata aims to challenge that and believe that it is much "more imperative" to project a message of self-acceptance, diversity and inclusivity. The brand also looks to foster positivity, rather than to concentrate on solely physical appearance.The video was intentionally shot in edgy black and white to show that women are not just black or white but a whole spectrum of shades. The 58-second video urged women everywhere – no matter their size, shape or colour – to be proud and to be comfortable with themselves. The brand first embarked on this journey when it released its video manifesto in 2017, and the phrase "Me & Comfortable With It" soon became the brand’s tagline.The spot features a woman in a trouser suit, with the voiceover stating all the different roles she plays such as a boss, a leader, a mother, a wife and a lover. The campaign also features Bata’s B-Flex range of shoes with the female protagonist wearing the Farrah, a premium leather peep-toe boot.Jana Barbati Chadova, Bata's head of global marketing, said that women play multiple roles all the time. However, she added that women do not have to conform to how others want them to be. "You know your own truth. Be who you are and be comfortable with it," she said.